The document discusses how conducting market research is important for the successful launch of new academic programs. It recommends testing market demand through qualitative and quantitative research with target audiences. Key factors to consider include the audience for the program, market demand, competitive landscape, and opportunity size. Measuring opportunities involves scanning the market, concept testing, prototype development, and market testing. Optimizing success requires refining the value proposition based on research findings and engaging stakeholders like students, alumni, employers, and press to build awareness and support.